Do you guys have any ideas to help me (and Save the Children in Thailand) figure out how to get parents to put helmets on their children in Thailand (or in other parts in the developing world?)

Thailand ranks worst in the world for motorbike and two-wheeler casualties, with more than 11,000 motorbike drivers or passengers dying annually. Traffic accidents are one of the highest causes of death for children in Thailand. Helmet wearing is low overall, but it is particularly low for children – it is common to see parents wearing helmets on a motorcycle with children who are not.

This, as you can imagine, blows my mind. Save the Children is working to design a program to address this, and as a result of your program on the herd mentality, I’m seriously considering trying to video parents at intersections and project large images of them on screens at the same intersection, with “thumbs down” signs when their kids aren’t wearing helmets (similar to the “shaming” you mentioned on your show.)

Any other ideas on how we could change parents behavior in this regard would be so appreciated!

State legislators changed the law last year so that only riders younger than 21 must wear helmets. The average insurance payment on a motorcycle injury claim was $5,410 in the two years before the law was changed, and $7,257 after it was changed - an increase of 34 percent, the study by the Highway Loss Data Institute found.

After adjusting for the age and type of motorcycle, rider age, gender, marital status, weather and other factors, the actual increase was about 22 percent relative to a group of four comparative states, Illinois, Indiana, Ohio and Wisconsin, the study found.

"The cost per injury claim is significantly higher after the law changed than before, which is consistent with other research that shows riding without a helmet leads to more head injuries," David Zuby, chief research officer for the data institute and an affiliated organization, the Insurance Institute for Highway Safety, said.